My Joy serves
as a continuation of Frito-Lay's five-year goal to amplify diverse
creative voices, putting them in leading roles that highlight their
unique talents and creativity.
PLANO,
Texas, Dec. 12, 2023 /PRNewswire/
-- Today, Frito-Lay announced My Joy, a new advertising campaign that
showcases unique stories of joy through the lens of rising
creators. Featuring a mosaic of cultures, identities, and talents,
My Joy aims to inspire
creators from all backgrounds to share their joy and authentic
selves.
Uplifting diverse representation in marketing and advertising
remains a priority for Frito-Lay as the majority of consumers say
it has a positive impact on society, with certain groups including
Gen-Z, Black, Hispanic/Latino, and Asian consumers skewing
higher*. My Joy is
a continuation of Frito-Lay's ongoing efforts and five-year goal to
increase investments, representation, and amplification of diverse
creative voices – in front of and behind the camera.
The campaign was directed by Argentinian-born filmmaker
Robert Llauro, known for
his international commercial work for major brands in the
auto, tech, beverages and apparel industries, in
collaboration with culture-powered media and marketing agency
Obsidianworks. The spot features five Joy Creators sharing what
My Joy means to them while
doing what they love. They are:
- Color Me Courtney (@colormecourtney) – Founder
and Creative Director of the vibrant fashion, lifestyle, and
culture media company Color Me Courtney. As a bright spot in the
digital landscape, Courtney Quinn is
dedicated to generating confidence, promoting positivity and
encouraging her "Color Me Cuties" to live and dress "outside the
lines." In addition to her online community, Courtney's signature
sunny style and unapologetic aesthetic has been seen in national
commercials, TV shows and collaborative product lines for major
retailers worldwide.
- DJ Lex (@officialdjlex) – Filipino-American DJ
with a love for music that grew from playing at an early age. Lex
began her DJ career by showcasing herself on social media at the
peak of the COVID-19 pandemic, when live performances and
entertainment were at a standstill. As an established DJ, she is
now using her platform as a steppingstone to other avenues as an
influencer and artist.
- Forsyth Fire Escape (@forsythfireescape) –
Chinese-Thai-Dominican fusion traveling duo known for their famous
scallion pancake burritos. The pair started Forsyth Fire Escape in
2021 as a fun and safe way to bring the community together, serving
burritos by lowering them in a bucket off their Lower East Side
fire escape in New York City.
After consistently serving to sold out crowds for two years, they
now reside at Olly Olly market in Chelsea, Manhattan.
- Briana Green
(@brianagreen) – Pro hooper, entertainer, trainer, and
former Harlem Globetrotter – the 15th woman to ever hold
that role. Briana loves working with kids, watching her basketball
clients' skills improve and showing off her trick shots and
innovative moves to her fans, all while having fun and being her
authentic self.
- Michelle Santana
(@mnsantanatattoo) – Colombian tattoo artist based in
New York, where she became one of
the pioneers of the fine-line style of tattooing. Known as one of
the most in-demand tattoo artists in New
York City, she is a resident artist at Bang Bang Tattoos
where she has built a high-end celebrity roster of clients.
"Bringing My Joy to life
was both cathartic and inspiring because it highlights such an
incredible mix of talents and expressions of joy, while allowing me
to stay true to myself as a creator," said Llauro. "It's important
for me to show other creators that joy has no limits, no matter
what your background is. I'm happy to partner with Frito-Lay to
carry that message through the Joy Creators' stories."
"Our purpose at Frito-Lay is to create more smiles with every
bite, so being able to show what My
Joy means from different perspectives while amplifying
diverse voices is at the heart of everything we do," said
Tina Mahal, senior vice president of
marketing at Frito-Lay. "We're excited to be working with partners
like Obsidianworks and Robert to highlight these amazing Joy
Creators who are using their talents and passions to spread joy in
their communities."
To learn more about My
Joy, follow Frito-Lay on Instagram @fritolay and
YouTube @OfficialFritoLay, and join the conversation with
#MyJoy.
*Source: Numerator's Quick Pulse representation survey was
fielded 6/01/23–6/03/23 to 1,202 individuals, equally balanced
between Gen Z, Millennials, Gen X and Boomers+.
About Frito-Lay North America
Frito-Lay North
America is the $23 billion convenient foods division of PepsiCo,
Inc. (NASDAQ: PEP), which is headquartered in Purchase, NY.
Frito-Lay snacks include Lay's® and
Ruffles® potato chips, Doritos® and
Tostitos® tortilla chips and branded dips,
Cheetos® snacks, Stacy's® pita chips,
PopCorners® popped-corn snack,
SunChips® multigrain snacks and Fritos® corn
chips. The company operates 30+ manufacturing facilities across the
U.S. and Canada, more than 200 distribution centers and services
315,000 retail customers per week through its direct-store-delivery
model. Learn more about Frito-Lay at the corporate
website, www.fritolay.com, on X (@fritolay), on Instagram
(@fritolay) and on Facebook (Frito-Lay)
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion
times a day in more than 200 countries and territories around the
world. PepsiCo generated more than $86 billion in net revenue in
2022, driven by a complementary beverage and convenient foods
portfolio that includes Lay's, Doritos, Cheetos, Gatorade,
Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product
portfolio includes a wide range of enjoyable foods and beverages,
including many iconic brands that generate more than $1
billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Beverages and Convenient Foods by Winning with pep+ (PepsiCo
Positive). pep+ is our strategic end-to-end transformation that
puts sustainability and human capital at the center of how we will
create value and growth by operating within planetary boundaries
and inspiring positive change for planet and people. For more
information, visit www.pepsico.com, and follow
on X, Instagram, Facebook, and LinkedIn
@PepsiCo.
About Obsidianworks
Obsidianworks is a culture-powered
media and marketing agency co-founded by Michael B. Jordan and Chad Easterling, purpose-built for a more
inclusive era of brand storytelling. The agency specializes in
speaking to audiences and demographics within the diverse
communities they belong to through brand strategy, creative, and
social impact campaigns, and activations. Agency clients include
Frito-Lay, Marriott International, Timberland, YouTube and more.
Obsidianworks is a minority business enterprise certified with the
Southern California region of the
National Minority Supplier Development Council. Endeavor's cultural
marketing agency 160over90 is a strategic partner to
Obsidianworks.
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SOURCE Frito-Lay North
America